CAJ | 학술논문

网络营销情景下，消费者在进行购买决策时对心理和情感层面的感知依存度很高，通过对消费者交易·心理契约、关系心理契约与感知风险、网络信息以及重复购买行为之间的关系假设，并对这些变量进行分别测量的关系验证后发现，关系心理契约主要通过影响消费者的网络信任来影响重复购买意向，而交易心理契约尽管同样主要是通过网络信任来影响重复购买行为意向，但其对网络信任的影响度要低于关系心理契约。从这一点来看，加强关系营销是提高网络营销效果的重要途径。
망락영소정경하，소비자재진행구매결책시대심리화정감층면적감지의존도흔고，통과대소비자교역·심리계약、관계심리계약여감지풍험、망락신식이급중복구매행위지간적관계가설，병대저사변량진행분별측량적관계험증후발현，관계심리계약주요통과영향소비자적망락신임래영향중복구매의향，이교역심리계약진관동양주요시통과망락신임래영향중복구매행위의향，단기대망락신임적영향도요저우관계심리계약。종저일점래간，가강관계영소시제고망락영소효과적중요도경。
Online buyers＇ purchase decision depend highly on their psychological and emotional perceive. By combing and reviewing theory about psychological contract, online trust, perceived risk and repeat purchase intention synthetically, the paper studies the relationships among repeat purchase intention of online consumers and the characteristics of online trust and perceived risk based on a series of hypothesis. The results show that psychological contract will mainly cause changes of consumers＇ online trust and then influence their repeat purchase intention. The fact that psychological relationship contract has more effect on the online trust than psychological transact contract implies that relationship management take a more important position in internet marketing.